TY - JOUR
T1 - How does consumers' Perception of Sports Stars' Personal Brand Promote Consumers’ brand love? A mediation model of global brand equity
AU - Zhou, Fei
AU - Mou, Jian
AU - Su, Qiulai
AU - Jim Wu, Yen Chun
PY - 2020/5
Y1 - 2020/5
N2 - Previous research on the sports marketing of global brands has focused mainly on the sponsorship of sporting events and the endorsement of products by athletes. This study reveals the unexamined effect of the impact of sports stars' personal brand on global brand equity and consumers' brand love. Based on global consumer culture (GCC) theory and self-expansion theory, this paper examines the influence of sports celebrities' personal brand on consumers' perceptions of global brand equity and brand love. Using survey data from 372 users of “HUPU”, our results revealed that the use of sports stars' personal brand (attractiveness, expertise, and congruence) was positively related to global brand equity and brand love. Belief in global brand citizenship has a full mediating effect between attractiveness and brand love but a partial mediating effect between expertise, congruence and brand love. Product quality partially mediates the relationship between expertise and brand love. These findings suggest that it is appropriate to use sports stars' personal brand to build global brand equity and increase consumers’ brand love.
AB - Previous research on the sports marketing of global brands has focused mainly on the sponsorship of sporting events and the endorsement of products by athletes. This study reveals the unexamined effect of the impact of sports stars' personal brand on global brand equity and consumers' brand love. Based on global consumer culture (GCC) theory and self-expansion theory, this paper examines the influence of sports celebrities' personal brand on consumers' perceptions of global brand equity and brand love. Using survey data from 372 users of “HUPU”, our results revealed that the use of sports stars' personal brand (attractiveness, expertise, and congruence) was positively related to global brand equity and brand love. Belief in global brand citizenship has a full mediating effect between attractiveness and brand love but a partial mediating effect between expertise, congruence and brand love. Product quality partially mediates the relationship between expertise and brand love. These findings suggest that it is appropriate to use sports stars' personal brand to build global brand equity and increase consumers’ brand love.
KW - Belief in global brand citizenship
KW - Brand love
KW - Global brand equity
KW - Personal brand
KW - Product quality
UR - http://www.scopus.com/inward/record.url?scp=85075972440&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=85075972440&partnerID=8YFLogxK
UR - https://www.mendeley.com/catalogue/44d01901-4a63-38fa-814e-3d747bba858d/
U2 - 10.1016/j.jretconser.2019.102012
DO - 10.1016/j.jretconser.2019.102012
M3 - Article
AN - SCOPUS:85075972440
VL - 54
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
SN - 0969-6989
M1 - 102012
ER -